Using Direct Marketing Through Social Networking Sites
Using direct marketing through social networking sites is a risk as it cannot be controlled in the same way as other forms of marketing, according to an expert.
A research director at Data Talk – a statistical consultancy group have said the potential for negative publicity is equal to the possibly of positive promotion. As the entire audience can communicate with each other, a negative message can spread quickly.
‘Every other medium you can choose to use as a marketing channel you can virtually control the positioning of adverts in print media, the timing of adverts on broadcast media and the date mail is dropped’ says a source from the company.’
There have been some very successful examples of using social networking sites, but there have also been some calamitous ones.
A recent report from Nielsen Online found social networking and blogging sites have seen the biggest increase in use of all internet sites, seeing a rise of 1.3 million minutes in the last year.
The moral of the research is to ensure that any messages being marketed through social networking sites are positive ones only, and that you monitor the networking so if any negative messages appear you can quickly remove them and stop them from spreading.
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